Tagged 'Paul Gelb'

5 Mobile Rules from Top Marketers

Posted by Jonathan Gardner on August 14th, 2012 at 6:31 am

Portions of this article appeared previously on Mashable.com.
Let’s face it: mobile advertising still has a long way to go. Facebook finally announced its latest and greatest mobile-ad effort last week, but smart industry folks say it still leaves much to be desired. And even though more money’s flowing toward mobile, the dollars spent on mobile marketing still don’t come close to aligning with the amount of time we spend with smartphones in hand. In fact, some say that the only reason mobile pulls in ad spend is because it’s so  damn cheap.
Even so, it seems inevitable that mobile’s share of spend will continue to increase – if only because it already owns such a significant share of mind. Mobile also has serious potential to perform for marketers. A Nielsen report out this week showed a shorter time to purchase and dramatically higher purchase rates among mobile consumers. And leaders at trailblazing agencies are putting serious effort into setting the mobile agenda for the rest of the marketing world.
Mobile has transcended its role as a connection and convergence device. In the words of Starcom MediaVest Group’s Jesse Missad, “it will be part of every communications plan.”
I spoke with Missad and... Read more

Advertising Week 2011 – Bringing Mobile to the Main Stage

Posted by Marcus Startzel on October 11th, 2011 at 11:23 am

Last Thursday was the final day of Advertising Week 2011, and we did our part to close the show with a bang by bringing a mobile panel to the main stage. I was joined by Paul Gelb, Vice President and Mobile Lead at Razorfish, and Jason Newport, SVP of Mobile Strategy at Carat, and the three of us had a great discussion on how brands are currently succeeding in the space.
A large part of the discussion was focused on different verticals, and how various industries are all finding their own creative ways to leverage the mobile channel. Paul Gelb said that “every vertical has found a way to use mobile,” and he then went on to give a few different examples from clients of his.
Coors beer for example, is a brand that Paul said was ramping up quickly, largely because they have seen that mobile is a great way to reach their core audience. Paul also spoke about some of the work Razorfish has done with Disney, who often turns to mobile to promote new movie releases. Paul mentioned that this past summer, studies have shown... Read more